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论文编号：	9550
作者编号：	2120142775
上传时间：	2017/12/7 10:58:54
中文题目：	PY海鲜姿造饭店营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of PY Seafood Restaurant
指导老师：	李桂华
中文关键字：	PY海鲜姿造饭店；市场营销；服务营销；营销策略
英文关键字：	PY Seafood Restaurant; Marketing; Service Marketing; Marketing Strategy
中文摘要：	随着我国经济发展水平与居民消费水平的逐步提高，居民对食品的消费习惯与观念已经发生巨大变化。在餐饮行业迅速发展的同时孕育了潜力巨大的新型特色美食市场，2012年中国新推出来的海鲜姿造菜系逐渐被广大消费者所接受。在竞争激烈的餐饮市场，经营新型特色美食是保持和提高餐饮企业竞争力的有效途径，但是需要企业制定和实施更加合理的营销策略。海鲜姿造讲究就餐的摆盘艺术，通过烘托就餐气氛来增加顾客的食欲。在选材方面，以海鲜为主，要求新鲜、优质。这一特色受到人们的广泛欢迎，因此本文以PY海鲜姿造饭店为研究对象，采用文献分析法、案例分析法、数据统计法等多种分析方法，旨在为PY海鲜姿造饭店的营销策略制定提供具有操作性、合理性的建议。鉴于此，本文在对市场营销、服务营销及SWOT分析法的相关理论回顾和分析的基础上，统计青岛市区地理环境、人口等人文资料数据，整合相关资料。首先对PY海鲜姿造饭店经营现状进行分析。其次，从宏观环境、行业环境、微观环境等方面分析企业所处的环境；同时通过SWOT分析法系统阐述PY海鲜姿造饭店的优势、劣势、机会、威肋；在数据统计的基础上，PY海鲜姿造饭店以地区、人口、消费动机为维度进行市场细分，以选址、消费者、竞争者、店面形象等为维度进行市场定位；最后，本文进行营销策略设计，主要涉及产品策略、价格策略、渠道策略、促销策略、有形展示策略、人员和过程策略七个方面。同时为了保障营销策略的顺利实施，本文从产品质量管理、优化组织结构和制度、更新技术装备及统一规划发展连锁店等视角提出相应的保障措施。本文的研究成果，对PY海鲜姿造饭店制定营销策略具有一定的借鉴与参考价值。
英文摘要：	With the rapid growth of China’s economic development and gradual increasing of people’s consumption level, the habits and concepts of people’s food consumption are undergoing tremendous changes. In 2012, China’s newly launched seafood pose cuisine has been accepted and more and more well-received by the vast number of consumers. Thus it can be seen that the catering industry has given birth to a brand new food service market with huge potential and new characteristics as well as experienced rapid growth itself. To operate a new type of specialty food in the highly competitive catering market is an effective way to maintain and improve the competitiveness of catering enterprises, but it needs the enterprises to develop and implement a more reasonable marketing strategy. Seafood pose cuisine is famous for its attractive dining atmosphere and high quality food ingredients with the help of its unique plate presentation and exquisitely culinary art. By implementing the philosophy of choosing the best ingredients and doing the best dishes, the original seafood pose cuisine enables the consumers to thoroughly understand the true meaning of seafood. The way of presenting seafood as a developing management model is highly recognized by the society and the dining experience is widely welcomed by the consumers, thus the dissertation focuses on PY seafood restaurant as the studying object, and adopts multiple analytical methods such as documentary analysis, case analysis, data statistics, etc. The dissertation is designed to provide practical and rational proposals to PY seafood restaurant in marketing strategy. In view of this, this dissertation mainly focuses on analyzing and integrating the statistics of geographical environment and population in urban Qingdao area on the basis of theoretically reviewing and analyzing in marketing, service marketing and SWOT analysis. Firstly, the dissertation pays attention on the analysis of the current operating conditions of PY seafood restaurant. Secondly, analyzing the restaurant's environment from the macro environment, industry environment, micro environment and other aspects and systematically expounds through SWOT analysis system on PY seafood restaurant’s advantages, disadvantages, opportunities and threats. This dissertation expounds the realistic basis of market segmentation of PY seafood restaurant from the perspective of regional subdivision, population segmentation and consumption motive segmentation. It analyzes the relationship between competitors, location, consumer groups and income. Last but not least, this dissertation puts forward designation of marketing strategy including seven aspects namely product, price, place, promotion, physical evidence, people and process on basis of theoretical research. Also, in terms of smoothly carrying out marketing strategies, the dissertation lists corresponding measure of safeguards on different perspectives mainly includes strengthening product quality management, enhancing staff’s manners and service level, optimizing organizational structure and system, updating technical equipment and unitedly planning on developing chain restaurants. The research of this dissertation has a certain reference value for PY seafood restaurant to make marketing strategies.
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